ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulPengaruh Green Marketing Terhadap Repurchase Intention Produk Le Minerale Di Kota Palu Melalui Brand Image Sebagai Variabel Intervening |
| Nama: WAHYUNGA |
| Tahun: 2025 |
| Abstrak This study aims to analyze the extent to which green marketing implemented by Le Minerale can influence consumer repurchase intention in Palu, and how brand image can strengthen or mediate the relationship. The method used in this study is quantitative with a descriptive causality research type and SEM-PLS ver 4.0 analysis technique. The sampling technique used is a non-probability sampling technique through purposive sampling with a sample size of 120 consumer who purchased Le Minerale water products in Palu and were willing to be respondents to fill out the questionnaire that had been submitted, by determining certain characteristics that were in accordance with the objectives of the study. The results showed that green marketing had a positive and significant effect on purchase intention of Le Minerale products in Palu, green marketing had a positive and significant effect on brand image of Le Minerale products in Palu, brand image had a positive and significant effect on purchase intention of Le Minerale products in Palu and green marketing had a positive and significant effect on purchase intention through brand image of Le Minerale products in Palu. Keyword : Green marketing, Repurchase intention, Brand image |